Fitbit Re-Aligns Brand as More Than Just a Wearable Gadget

The Ask
To attract a new audience to the brand and give fitness enthusiasts a reason to shop the Fitbit range.

The Answer
We created a passion-orientated content series across the 9Honey network which had Fitbit at the core. We appealed to a new audience: people with varied passions but whom still valued ‘healthy living’.

A fashion-led 'digital feature' resembling the pages of a fashion magazine which we knew our audience would be interested in engaging with. The hero fashion video was shot in collaboration with renowned Australian fashion photographer Max Doyle and featured the Fitbit products throughout. The feature sat under the 9Honey masthead where 61% of our audience were fashion focused women.

In addition, four fitness tutorials were produced with Luke Hines talking to fitness enthusiasts on 9Coach. This was alongside four beauty videos which featured on 9Style demonstrating how to go from ‘workout to work’ for the fashion and beauty lover.

Native articles surrounding this supported the passion points of food, fashion, wellness and of course, fitness to solidify Fitbit as more than just a wearable gadget.

All content was supported by a data-led targeted media campaign across nine.com.au.